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Organic food consumption A multi‐theoretical framework of consumer decision making

Organic food consumption A multi‐theoretical framework of consumer decision making An approach is introduced to combine survey data with multi-agent simulation models of consumer behaviour to study the diffusion process of organic food consumption. This methodology is based on rough set theory, which is able to translate survey data into behavioural rules. The topic of rule induction has been extensively investigated in other fields and in particular in learning machine, where several efficient algorithms have been proposed. However, the peculiarity of the rough set approach is that the inconsistencies in a data set about consumer behaviour are not aggregated or corrected since lower and upper approximation are computed. Thus, we expect that rough sets theory is suitable to extract knowledge in the form of rules within a consistent theoretical framework of consumer behaviour. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Organic food consumption A multi‐theoretical framework of consumer decision making

Gabriella Vindigni; Marco A. Janssen; Wander Jager
British Food Journal , Volume 104 (8): 19 – Sep 1, 2002
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References (46)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700210425949
Publisher site
See Article on Publisher Site

Abstract

An approach is introduced to combine survey data with multi-agent simulation models of consumer behaviour to study the diffusion process of organic food consumption. This methodology is based on rough set theory, which is able to translate survey data into behavioural rules. The topic of rule induction has been extensively investigated in other fields and in particular in learning machine, where several efficient algorithms have been proposed. However, the peculiarity of the rough set approach is that the inconsistencies in a data set about consumer behaviour are not aggregated or corrected since lower and upper approximation are computed. Thus, we expect that rough sets theory is suitable to extract knowledge in the form of rules within a consistent theoretical framework of consumer behaviour.

Journal

British Food Journal – Emerald Publishing

Published: Sep 1, 2002

Keywords: Organic food; Decision making; Modelling; Simulation

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